Father Daniel Mary Case

1. Executive Summary

Father Daniel Mary has a future vision of transforming the small brotherhood of 13 monks from a small home used as makeshift rectory into a 500-acre ranch by purchasing, which can enable to include accommodations for 30 monks, to build a Gothic church, a convent for Carmelite nuns, a retreat center for lay visitors. Father Daniel Mary found a perfect place to do the vision, but the listing price of $8.9 million is too high for him to collect enough money. Under the circumstances, the packaged coffee sold by Mystic Monk Coffee is to fund the Carmelite Monks of Wyoming. Father Daniel Mary wants to rely on its Mystic Monk Coffee to fund the purchase of the ranch. He needs to think about a solution to be capable of making the vision a reality. The most difficult part of his dream is how to fund the purchase of the ranch. Developing a plan that would handle situation to minimize the effect of its cloistered monastic constraints, at the same time, maximize the potential of monastic opportunities so that the Mystic Monk Coffee could realize Father Daniel Mary’s vision of buying that ranch. Father Daniel Mary realizes that cooperating with local groceries is Mystic Monk coffee’s opportunity to increase market share. How to choose the way of entrance and what aspects should he take into consideration is his next step to solve.

2. Problem Statement

The company wish to support the monastery by selling high-quality production. However, the production of company has not generated the fund to pay for the ranch. The Mystic Monk Coffee needs to meet the requirements of his vision by raising $8.9 million of listing price to support Carmelite monks. The existing donation is far from his vision. So the biggest problem for Father Daniel Mary is financing the Irma Lake Ranch. He already takes marketing and Website operations to achieve market share. The affiliate sites has earned a prominent commission on sales. The company also expanded their business model to include wholesales and retails. Both online and local coffee shops can find their product. Nonetheless, the Mystic Monk Coffee doesn’t do enough advertisement to expand popularity and advocacy initiatives. In the aspect of financial performance, Mystic Monk Coffee is reported to achieve net profit margin above 11 percent of revenues. Although the operation cost takes a heavy percent of sales, the operation achieves a relatively stable development in the first year.

3. SWOT Analysis

Strength

Mystic Monk Coffee insist using high-quality fair trade Arabica beans. And based on the quality, it also has a variety of flavors and consistence. Mystic Monk Coffee has its own characteristic flavor as the main popular star product. The coffee industry has large percentage of the coffee drinkers with 150M consumers in America. More than 69 million Americans would support the monastery’s mission due to their U.S. Catholic status. Using coffee dollar for Christ is a wonderful slogan to develop Mystic Monk Coffee branch in Catholic population. Their website features T-shirts, gift cards, CDs featuring the monastery's Gregorian chants, which can do an important position in advertisement and propagandizing their vision and purpose.

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